Influencer Recommendation & Viral Trends
Multiple reviewers mention discovering the product through YouTube reviews, TikTok creators (including beauty influencers like Soo Beauty), and social media buzz. The influencer-driven awareness appears to be a significant driver of initial purchase intent.
Superior Hydration vs. White Variant
Many customers specifically purchased the Pink variant as an upgrade from BANILA CO's White/Ultimate White Cushion, citing that the Pink formula provides better moisture retention while reducing dryness and flaking, especially for winter use.
Generous Value Set (Refill + Extra Puffs)
The bundle offering (case, refill, and 2 puff pads) at competitive pricing creates strong perceived value. Reviewers frequently note the refill inclusion is particularly appealing since refills are difficult to find in their home markets (especially Japan).
Packaging Appeal & Gift-Giving
The cute pink puffy/bubble-textured case is mentioned in dozens of reviews as a purchase motivator, with many buyers citing aesthetic appeal as the initial draw ('package purchase') and some purchasing specifically as gifts for friends and family.
Loyalty to Brand / Product Line Upgrade
Multiple reviewers mention being existing BANILA CO cushion users trying the new Essence Skin variant, or repurchasing after prior positive experiences with the brand.